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New Acer program looks to build loyalty

New Acer program looks to build loyalty

Acer has launched a new VAR Partner Program aimed at boosting the loyalty of its indirect SME partner base.

The program will see benefits that were previously reserved for direct partners made available to its indirect channel.

The changes include a formal accreditation scheme, greater training and marketing resources, lead generation and inclusion in Acer's channel forum.

Access to quarterly sales target rebates and the front-end of its e-commerce systems would also feature.

Formerly, indirect partners were only granted access to the back-end of the vendor's BuildYourOwn online PC building configurator. But with front-end access and its retail pricing guidance, partners could now use the system as a sales tool.

The new VAR program, the first in four years, would also encourage resellers supporting competing brands to jump aboard Acer's ship, national channel sales manager, Greg Mikaelian, said.

"We already have 2000-3000 resellers under distribution but we want to recruit more," he said.

"The program will allow us to attract disgruntled HP and IBM resellers as well as reward our loyal partners."

The move also followed a steady filtering of direct partners into the distribution model during the past three years, Mikaelian said.

"We have consolidated a lot of our direct partners under our gold and silver programs, farming smaller ones out to distribution," he said.

"We had more than 150 three years ago but that has been reduced to about 40 national players like Fujitsu, Harris Technology and Commander."


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